The World of Business Has Changed

There are nine principles for success in today's connected world ...

Show Your Face, Not Just Your Brand

Internet users connect with people, not businesses. Be the face of your brand. Your customers want to learn about you as a person, so they can make a real connection.

• Claim your on-line identity
• Design a positioning statement
• Put it all together in a video

Lead With Value, Not With Hype

Big companies with deep pockets can still succeed by throwing a lot of money into advertising campaigns, but most business owners can't. Lead your marketing with value instead.

• Be an expert
• Write and publish high-quality articles
• Leverage your expertise in a blog, newsletter, podcast, slide shows, video, etc.

Invest in Reputation, Not Just Advertising

Many people will hear about you on-line before they ever visit your Web site. Establish, build and nurture your on-line reputation in a number of places – not just on your Web site.

• Extend your reach with social media
• Learn from peers and colleagues
• Monitor your reputation on-line

Serve a Niche, Not The Mass Market

Most businesses cast their marketing net too wide, scared that if they don't reach out to everybody, they will miss opportunities and lose market share to their competitors. Take the opposite approach: Find a niche, and serve that niche.

• Identify a niche
• Assess it for profitability

Give Them What They Want, Not Just What You've Got

Most businesses sell what they've got, even if it's not what the customer wants. This can sometimes work, but it's hardly the basis for a strong on-going relationship.

• Conduct on-line surveys
• Know the right questions to ask
• Interpret and use the results

Build Your Tribe, Don't Chase The Crowd

Build and nurture your "tribe" – the network of people important to your business.

• Insource, outsource and crowdsource
• Collaborate with peers
• Affiliate with influencers
• Engage with customers (create a membership site)
• Sell to advertisers

Make Connections, Not Just Transactions

The Internet has changed the entire buying process. Buyers are ready to buy when they perceive a need. Sellers are ready to sell when they spot a prospect. Now, the buy cycle often starts long before the seller is even aware there is a cycle.

• Get permission
• Write a high-quality newsletter

Set Buying Frames

You don't know somebody's frame of mind when they are visiting your Web site. If they're in the wrong frame of mind, they just won't buy.

• Create a path for site visitors
• Write a compelling home page
• Be more persuasive on your Web site
• Use a sales letter template

Deliver Experiences, Not Just Products and Services

It's no longer good enough to sell just products or services. In simple terms, products can be outsourced to China and services can be outsourced to India. What can't be outsourced are experiences.

• Improve the product experience
• Improve the buying experience
• Fix your shopping cart

Did the Internet change your world while you were looking the other way?

Fast, Flat and Free will show you what has changed, and how you can take advantage of it in your business.